The Work: New campaigns - UK, Friday, 24 June 2005 02:23PM


Project: Sony Ericsson K750

Client: Martin Lundin, online marketing manager, Sony Ericsson

Brief: Online advertising campaign and site to promote the new K750

camera phone

Creative agency: Dare Digital

Writer: James Cooper

Art directors: Richard Hale, Rufus Kahler

Planner: Nick Emmel

Media agency: MEC Digital

Media planner: Dan Brown

Exposure: Internet

THE LOWDOWN Sony Ericsson has hired the iconic British photographer Martin Parr to help promote its new phone, the K750, which boasts a two-megapixel digital camera.

The advertiser's online agency, Dare Digital, handed Parr his own K750 and asked him to take a series of shots with the phone. The resulting photographs have been woven into a series of online executions, and placed on a microsite,

The campaign executions include one that blurs the host website the viewer is visiting and another banner ad that displays Parr's photos as part of a slide show.

All executions click through to the microsite, which features photographic tips from Parr, discreetly presented product information, plus a facility that allows K750 owners to upload their own photos - the best of which will win signed Parr prints for its creator.

Over the next three months, Dare will add ten additional Parr photographs to the site each week.


Project: The return of the train

Clients: Craig Inglis, director of sales and marketing; Sarah Copley,

marketing manager, CRM, new media and design, Virgin Trains

Brief: Inform customers about the faster service and enthuse the trade

about the new marketing campaign

Creative agency: Craik Jones Watson Mitchell Voelkel

Writers: Anthony Dewson, Rob Kavanagh

Art directors: Anthony Cliff, Jo Jenkins

Planner: Alison Payne

Exposure: DM to Virgin Trains' customers, internal staff and the travel



Craik Jones Watson Mitchell Voelkel has created a three-tiered direct marketing campaign to support the launch of Virgin Trains' upgraded Pendolino stock. The first part of the campaign is a direct mail pack to customers, promoting the faster service. The pack contains a card showing two destinations, such as London and Manchester, joined together to make Lonchester.

Travel agents were sent a party box of Champagne, streamers, balloons and party poppers to get them excited about the launch. Virgin staff were sent a briefing pack encouraging them to attend preview screenings of the new TV ad, complete with cinema-style posters and popcorn.


Project: Archers Schnapps

Client: Nicole Duckworth, brand manager, Archers, Diageo

Brief: Move the Archers "something for the ladies" campaign forward

Creative agency: Mother

Writer: Mother

Art director: Mother

Planner: Mother

Media agency: Carat

Media planner: Anna Hickey

Photographer: Lee Broomfield, MAP

Retouching: Admagic

Exposure: UK press


Diageo is hoping to breathe some life back into its Archers brand with an extension of its "something for the ladies" campaign. The new print work, for Archers Schnapps, is created by Mother, and forms part of a ú4 million multimedia initiative.

The typically playful work pokes fun at the fashion industry, showing what would happen if Archers introduced its own high-end fabric. Four executions show how the fabric could be used in comedic ways, such as part of a Chihuahua dog bag or a utility belt.

The work will be followed in August by the launch campaign for Archers Vea, a reduced-sugar brand aimed at older drinkers.

Diageo is hoping that by investing in both the original Archers Schnapps brand and its new Vea line, it can begin to make up for the poor performance of its Archers Aqua range, which, earlier this year, reported a 31 per cent slump in sales, year on year.


Project: The Blue Room

Client: Sam Probert, marketing manager, O2

Brief: Create and launch The Blue Room for O2

Creative agency: Archibald Ingall Stretton

Writer: Johnny Watson

Art director: Dan Harrison

Planner: Justine Parkinson

Production company: Another Film Company

Director: Stephen Pipe

Post-production: The Quarry

Exposure: Internet


Archibald Ingall Stretton's recently launched digital arm, Dais, has created a surreal viral execution to promote O2's new Blue Room portal.

The portal is touted as a tangible expression of O2's "world that revolves around you" marketing strategy - a place where O2 customers can get exclusive rewards for their loyalty.

The viral features a man disguised as a squirrel as part of an elaborate ruse to gain entry to the O2 Wireless Festival in Hyde Park. The portal will also be promoted on Capital Radio's Flying Eye and on the Xfm website. Both stations are O2's partners for the festival.

Last week, O2's share price rose by 2.25p to 138p, following Ofcom's decision not to make mobile operators slash their cross-network charges. The company is being linked to a takeover bid from the Dutch group KPM.


Project: India's number-one lager despite this advertising

Client: Brian Dozey, marketing director, Kingfisher

Brief: Reclaim market-leader position within the "accompaniment to

curry" lager market

Creative agency: JWT London

Writer: James Humphreys

Art director: Craig Hunt

Planner: Frank Bethel

Media agency: Mediaedge: cia

Photographer: Toby Summerskill

Illustrator: Mike Koelsch, Debut Art

Exposure: 48- and six-sheet posters, London taxis, rickshaws


In its new campaign for Kingfisher beer, JWT celebrates and gently mocks Indian advertising. The posters use the bright colours and bold images associated with Indian creative work, but then employ the strapline: "India's number-one lager despite this advertising."

To obtain an authentic Indian style, the creative team, Craig Hunt and James Humphreys, took photographs of Indian models and gave them to the artist Mike Koelsch to adapt into illustrations. The campaign comprises three 48-sheet executions and three six-sheet executions. It will also run in London taxis and in Indian restaurants.

Kingfisher's owner, United Breweries, last week bought its rival Shaw Wallace & Co for ú345 million, making it the world's second-largest spirits manufacturer.


Project: Live Film

Client: Rob Mitchell, senior brand manager, InBev UK

Brief: Encourage consumers to take part in Stella Artois' Live Film


Creative agency: Lowe

Writer: Diccon Driver

Art director: Alan Wilson

Planner: Jennifer Wirth

Media agency: Starcom Motive

Photographer: Andy Glass

Typography: Dave Wakefield

Exposure: Magazine and newspaper supplements


Stella Artois is continuing its long-running association with film via a summer promotion, Live Film. Lowe has created a ú1 million press campaign to support the competition.

Three new spots explain how drinkers can win classic films on DVD or a trip to Alcatraz to watch the film Birdman of Alcatraz. The ads show typically English scenes infiltrated by characters, props and scenarios from famous movies, and are part of a ú40 million marketing commitment by InBev to its flagship lager brand.


Project: Summer's morning

Client: Helen Martin, marketing manager; Phil McCloney, TV producer,

Volkswagen Beetle

Brief: Let people know that the Beetle Cabriolet lets you enjoy all that

summer has to offer

Creative agency: DDB London

Writer: Dylan Harrison

Art director: Feargal Balance

Planner: Hannah Wren

Media agency: MediaCom

Media planner: Luke Bozeat

Production company: Th1ng

Director: Mario Cavelli

Post-production: Th1ng

Audio post-production: Ben Hooper, Clear Cut

Exposure: National cinema, summer festivals


DDB London has turned last year's award-winning Volkswagen Beetle Cabriolet print work into a summer television campaign.

Entitled "summer's morning", the 30-second spot takes the viewer on an airborne ride through an animated landscape full of colourful wildlife. However, everything in this environment - from the sunbeams and the flower stalks to the insects - is made up of VW cars.

To the strains of the 4hero track Les Fleurs, the film follows a swarm of bees and butterflies as they fly through the sky and ends with a lone VW bee sitting on top of a VW flower.

Volkswagen has a 6.7 per cent market share in the UK, a figure up almost a full percentage point year on year.


Project: Sveltesse Optimise launch

Client: Lesley Watt, senior brand manager, Nestle

Brief: Position Sveltesse Optimise as a higher-calcium drink that aids

fat metabolism

Creative agency: Ogilvy & Mather

Writer: Kate Paull

Art director: Stuart Pantoll

Planner: Nick Docherty

Media agency: MindShare

Media planner: Alex Daines

Illustrator: Louise Brierley, CIA

Exposure: Women's weekly and monthly glossy magazines


Nestle has entered the relatively new but burgeoning one-shot probiotic dairy drink market with a fat-free offering under its yoghurt brand Sveltesse. With the market already occupied by brands such as Danone's Actimel, Muller Vitality and Yakult, Nestle is positioning its own entrant, Sveltesse Optimise, as an aid to help maximise fat metabolism. Sveltesse Optimise contains twice as much calcium as its rivals, which some scientists have linked to the regulation of body weight and fat.

The product is being launched using a print campaign from Ogilvy & Mather, which is inspired by the illustrated, cautionary children's poems of Edward Gorey.

The ads feature four-line rhymes about people who have tried to raise their metabolism in unadvisable ways, such as climbing in the freezer.


Project: Whizz-Kidz donor development programme

Client: Lucy Norrey, marketing manager, Whizz-Kidz

Brief: Build relationships with Whizz-Kidz's donor base and generate

extra revenue

Creative agency: 23red

Writer: Catherine Bear

Art director: Martin Zoutendyk

Planner: Alexa Gooder (in-house)

Exposure: Direct mail to existing database


The children's charity Whizz-Kidz was set up in 1990 to address the growing demand for customised mobility equipment for disabled children. Since then, the charity has funded more than 3,800 young disabled people.

Whizz-Kidz raises around ú4 million per year. To encourage more donations, 23red has developed a direct marketing campaign for the charity. Designed to illustrate how Whizz-Kidz's work transforms lives, a mailpack in the form of a child's diary illustrates the contrast between the days before and after delivery of a Whizz-Kidz wheelchair.

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